What Roldao Auto Servico Comercio De Alimentos does

Roldão Atacadista (legal entity Roldao Auto Servico Comercio De Alimentos) is a Brazilian cash-and-carry wholesale and self-service retail chain founded in 2000 and headquartered in São Paulo. As of early 2022 it operates 39 stores across São Paulo state with approximately 5,000 employees, serving two co-equal customer bases: food-service SMBs (restaurants, snack bars, pizzerias, confectioners, barbecue and pastry vendors, food resellers) and end consumers, each served through dedicated checkout lanes in every store. The core offering is bulk food, beverages, disposables, party supplies, and restaurant supplies sold at unit pricing identical in-store and online, with no minimum purchase on the digital channel.

The underlying technology stack is operational rather than technology-led: native mobile apps (Roldão Mais on iOS and Android) for loyalty and exclusive offers, including a Churrascômetro calculator for barbecue planning; the RIC virtual assistant handling customer service FAQ with a stated 90% retention rate; and delivery integrations with Cornershop by Uber, Uber, and Uber Eats across 29 stores, with an average 60-minute delivery window. Complementary services include Roldão Pay (digital payment method accepted at checkout alongside Pix, credit/debit, meal vouchers, and Bolsa Família), Televendas (per-store phone sales for business customers), WhatsApp-based promotional offers, and mobile phone recharge at checkout.

The revenue model is predominantly transactional retail/wholesale with one-time unit sales at point of sale and through digital channels. Pricing is not publicly disclosed and is set at store level. Marketing is multi-channel: a content blog with recipes and business tips, active social media on Facebook, Instagram, LinkedIn and YouTube, WhatsApp promotional messaging, Roldão Lives (chef-led Instagram streams), and digital campaigns including a 2022 celebrity endorsement tied to the Cornershop partnership. The company is privately held with no disclosed investor ownership, no funding rounds, and no public ticker.

Name

Roldao Auto Servico Comercio De Alimentos

Legal name

Roldao Auto Servico Comercio De Alimentos

Website

https://roldao.com.br

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Roldão Atacadista is a privately held Brazilian cash-and-carry wholesale and self-service retail chain operating 39 stores across São Paulo state, serving food-service SMBs (restaurants, bakeries, confectioners, resellers) and end consumers with bulk food, beverages, and complementary digital and payment services.

Ownership category

akta.pro rank

Product category

Wholesale Grocery Retail

NAICS

Food and Beverage Retailers (445)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Cash-and-Carry Wholesale Grocers (Business/Trade Customers) (CRAHACAB)

Keywords

• Wholesale grocery retail
• Cash and carry
• Food distribution
• Bulk food supplies
• Wholesale food service

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Cash & Carry Sales: Physical retail stores operating in cash & carry (atacado e autosserviço) format, selling food products, beverages, and bulk items to both businesses and end consumers with dedicated checkout lanes
2. Digital Delivery Platform: Online sales through Cornershop by Uber partnership, Uber app, and Uber Eats, enabling customers to order products for home delivery at same in-store prices
3. Televendas (Phone Sales): Telephone-based sales channel for business customers to place orders, particularly for wholesale quantities
4. Roldão Pay Financial Services: Digital payment service offered at checkout, contributing to transaction revenue

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Roldão Atacadista operates a cash-and-carry wholesale and self-service retail chain selling food products, beverages, disposables, party supplies and restaurant supplies in bulk. It serves micro, small and large food-transforming and reselling businesses as well as end consumers through dedicated checkout lanes across 39 stores in São Paulo state. Complementary services include the Roldão Pay digital payment solution, Roldão Mais loyalty app, mobile phone recharge at checkout, Televendas phone sales and Cornershop by Uber delivery integration.

Product overview

Roldão Atacadista operates as a cash-and-carry wholesale and self-service retail chain serving Brazil's food distribution market. The business model combines core wholesale/retail store operations with complementary digital and financial services. The main product is the physical store network (36 stores in cash & carry format) offering food, beverages, and supplies. This is supported by: Roldão Pay (payment solution), Roldão Mais (loyalty app), Recarga de Celular (phone recharge service), Televendas (phone sales), WhatsApp de Ofertas (messaging-based promotions), Roldão Lives (chef-led live content), and the Blog do Roldão (recipes and business tips). The company serves both business customers (restaurants, bakeries, confectioneries, party suppliers) and individual consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Roldão Pay: Financial payment service offered by Roldão Atacadista
• Roldão Mais

Products and services

• Roldão Atacadista Cash & Carry Stores Wholesale and self-service retail stores selling food products, beverages, disposables, party supplies and restaurant supplies in bulk, with dedicated checkout lanes for businesses and end consumers.
• Roldão Pay Digital payment solution offered as a payment method at Roldão Atacadista checkout, alongside Pix, credit/debit cards, meal vouchers and Bolsa Família.
• Roldão Mais Loyalty program and mobile app offering exclusive prices and deals, including a Churrascômetro feature for calculating barbecue shopping quantities, recipe suggestions and promotional offers. Available on iOS and Android.
• Recarga de Celular Mobile phone credit recharge service available at checkout in all Roldão Atacadista stores, where customers inform the operator and amount.
• Televendas Phone-based sales service per store location enabling business customers to place wholesale orders and access special deals.

Quantifiable outcome

• 90% customer retention rate achieved through RIC virtual assistant
• +1 more outcomes

Named customers5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Cornershop by UbercoreGTM or Marketing Partner · 18 January 2022Digital delivery partnership enabling customers to order Roldão Atacadista products through Cornershop by Uber, Uber, and Uber Eats apps. Customers from 29 Roldão stores in São Paulo can receive deliveries in approximately 60 minutes at the same prices as in-store. This is Roldão's first digitalization step to bring more convenience to customers and facilitate supply for micro, small and large businesses. CEO Sergio Ferraz Leite stated the partnership represents an important step to expand online purchasing options.
• Celso ZucatelliminorGTM or Marketing Partner · 18 January 2022Marketing partnership with journalist and presenter Celso Zucatelli who starred in an advertising campaign celebrating the Cornershop by Uber partnership. Zucatelli appeared in a video campaign published on Roldão's digital channels explaining how to use both brands' services.
• Academia BungeminorStrategic or Co-development Partner · 18 November 2021Workshop partnership for confectionery training targeting boleiros (cake makers) and confeiteiros (confectioners) who are customers of Roldão Atacadista. On November 18, 2021, a hands-on workshop was held at Academia Bunge's São Paulo location teaching four recipes: brownie tart pre-mix and pre-blend chocolate cakes with frosting, cassava with pineapple and rum, and creamy Christmas cake. The training was conducted by Chef Bruno Mencacci from Academia Bunge, focusing on menu innovation and income generation for Roldão customers.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Tenda Atacado: Brazilian cash-and-carry chain owned by Grupo Muffato. Operates in the same wholesale self-service format serving transforming businesses and resellers, with comparable mid-market positioning and overlapping SMB customer base.
• Fort Atacadista: Southern Brazilian cash-and-carry chain owned by Grupo Pereira. Operates the same wholesale self-service format for B2B and consumer customers, providing direct format and model comparability with Roldão.
• Atacadão: Carrefour Brazil's wholesale self-service banner and the second-largest cash-and-carry operator in Brazil. Competes head-on with Roldão on the same cash-and-carry format, with substantially larger scale and national footprint.
• Assaí Atacadista: Brazil's largest cash-and-carry wholesale food retailer, owned by GPA (formerly Casino Group). Operates hundreds of stores nationally with the same cash-and-carry format serving SMBs and consumers, directly competing with Roldão for B2B food-service customers.
• Maxxi Atacado: Brazilian cash-and-carry chain operating wholesale self-service stores in multiple states. Same format and B2B/consumer customer mix as Roldão, serving as a regional competitor in overlapping geographies.
• Spani Atacadista: Brazilian regional cash-and-carry operator with stores in multiple states. Operates the same wholesale self-service format targeting SMB food businesses and resellers, making it a direct format peer for Roldão.

Broad incumbents

• Sam's Club Brasil: Membership-based warehouse club operated in Brazil by Grupo BIG (formerly Walmart Brazil). Offers bulk food and consumables to B2B and B2C members with a broader assortment and international parent backing, representing a broader incumbent in the same wholesale-adjacent category.
• Costco Brasil: Global membership-based warehouse club with operations in Brazil. Sells bulk grocery and consumables to B2B and consumer members under the same cash-and-carry-adjacent value proposition, serving as a broader incumbent peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCIJsWgyZMADUrB_941deBHA
• Facebookfacebook.com/roldaoatacadista
• LinkedInlinkedin.com/company/roldao-auto-servico-comercio-de-alimentos
• Instagraminstagram.com/roldaoatacadista

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roldao Auto Servico Comercio De Alimentos